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How Young Americans & Europeans Will Watch The Olympics—in 3 Stats

Young consumers in both regions are excited for the upcoming Summer Olympic Games, but there are key differences in the way they plan to watch the event…

Written and Edited by the YPulse Editorial Team

Mar 12 2024
North America, Western Europe

KEY TAKEAWAYS

Young Europeans are +8pts more likely than their North American peers to watch the Summer Olympics this year
Most European viewers are planning on using good old cable TV sets to watch the competition, but North Americans aren’t
Patriotism drives young people in Europe to support their home country in the Olympics more than in North America

The Summer Olympics are around the corner and for the occasion, YPulse just released a Summer Olympics special report to help brands understand how young consumers think about and engage with the Games. Comparing the data from North America and Western Europe shows some common themes among Gen Z and Millennials in the two regions. These gens are excited about the global tournament, with YPulse data showing the exact same number (74%) of 13-39-year-olds in each region agree that, “The Olympics are exciting to watch.” Young consumers in both regions also share similar reasons for watching the Olympics—their sports fandom...